MarketJoy hosted a webinar with AA-ISP (American Association of Insides Sales Professionals). This is the PPT of the webinar that will walk you through how B2B buyer personas have changed and so their purchasing decisions. In addition to that, you also get to know about different types of lead gen channels to find your targeted audience and how to fetch their attention to get the maximum results. Watch the Full Video here: https://www.youtube.com/watch?v=eJCv2zjco1A

1. Webinar will begin in a few moments…

2. How B2B Purchasing Decisions have Changed

3. Larry Reeves
CEO
@AA_ISP
Your Host

5. Today’s Topic

6. Curtis Bendt
VP of Customer Success
@GetMarketJoy
Please Welcome

7. Lets start from the beginning
What is a Buying Persona?
• State of mind of a Buyer
• Responsibility of a Buyer

8. You may find…
The State of Mind and Responsibility
Personas want the same things

9. AWARENESS
They need to know the product is
out there
According to Google, 71% of buying decisions begin with a generic query
Here you find unaware social buyers

10. EDUCATION
They need to know what the
product does for them
They now know they need it!
What problems does it solve?

11. VALIDATION
They want to know who does it best
Here are what most sales agents ask for!
It becomes a battle of features and costs

12. BUY!
They want to know they made the
best choice
Ongoing validation of product value helps retention

13. B2B Purchasing Decision Process
Realize
problem/need
Perform
Research
Educational
Establish
buying criteria
Validation
Evaluate
vendors
Sales Purchase

14. B2B Purchasing Funnel
Awareness
Education
Validation
Buy
Types of Personas
Unaware/Social
Buyers
Social/Online
Buyers
Sales Leads
Customers

15. So….
What’s new?

16. 81%
81%
80%
75%
67%
63%
59%
41%
34%
32%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Features/functionality
Solved a pain point
Deployment time/ease of use
Pricing
Peer reviews
Demonstrated experience with/knowledge of our
industry
Sales team demonstrated knowledge of our
company and insights into our problems
Case studies/testimonials
Analyst rankings
Connections to executives in your company
IMPORTANT VARIABLES FOR PURCHASE PROCESS

17. Types of Buyers Based on Decision Making
Online Buyers
• Aggressively do online
research before buying
• Want to know what
makes you the best
• Concerned with why
your product is the
right fit for them
Unaware Buyers
• Don’t know their pain
points or if there is any
solution outside
Social Buyers
• Love to socialize
• Strongly believe in
word-of-mouth
• Concerned to know
exactly how your
product solves their
problem

18. Lead Generation Channels for Online Buyers
• SEO (Search Engine Optimization)
• PPC (Pay Per Click)
• Social Media Ads (Facebook, LinkedIn, Twitter)
• Answering on Q&A websites (Quora, Reddit and other relevant community websites)

19. Lead Generation Channels for Social Buyers
• Events
• Webinars
• Podcast
• Educational Videos

20. Lead Generation Channels for Unaware Buyers
• Email Marketing
• Strategic calling
• Content Marketing
• Referral Marketing

21. OWN THE WHY
Two Key Points
You have to give customers the reason WHY they need your product
Customers are looking for the Ownership Experience in EVERY buying stage

22. AWARENESS 2.0
Create the Need
Tap into Online Buyers
66% of B2B prospects rank industry-specific content as very important- DemandGen
Leverage online publishers that cater to your industry
Operate SEO, PPC and Social Marketing campaigns to increase content distribution
Market in alternate verticals that lead into your product

23. AWARENESS 2.0
GIVE THE WHY
This persona is going to need to know why they need your product so keep this in
mind on all content and marketing
Identify on the SOLUTION of the pain vs the pain when approaching this persona
This persona likely doesn’t even know they HAVE a pain

24. AWARENESS 2.0
OWNERSHIP
This persona does not want to be ‘sold’ to as they don’t understand they need the
product/service
You have to let THEM discover their need
Educational Seminars
Webinars
Whitepaper / Online publications
Trade Shows and Events

25. EDUCATION 2.0
Feed the Need
Tap into Online Researchers
67% of buyers utilize peer reviews
Leverage online publishers that cater to your industry
Operate SEO, PPC and Social Marketing campaigns to increase content distribution
Market in alternate verticals that lead into your product
It sounds familiar but….

26. EDUCATION 2.0
GIVE THE WHY
This persona is going to want to know WHAT it does for them and WHY the need it
Here you want to bring the PAIN into the SOLUTION
Let them know how easier life can be with your product/service
Content focus should be on life without the solution

27. EDUCATION 2.0
OWNERSHIP
This persona is going to want to find YOU.
You have to let THEM find YOU
SEO / PPC Marketing
Email Campaigns
Phone Campaigns
Trade Shows and Events

28. VALIDATION 2.0
Remove the Need
This persona is looking for who to buy from
Focus marketing on differentiators
Pay attention to what customers like and listen to
Highlight your features AS features along with their benefit
Competitor comparisons
Nothing sells like human interaction
Leverage email, phone and social lead generation to schedule demos
Video testimonials go a long way

29. VALIDATION 2.0
GIVE THE WHY
This persona is going to want to know why they should choose you
Challenge your customer
Customers want to be educated and shown a new approach to what they know
Engage in conversation
Pay attention to what pains sell your product and focus marketing on these
81% of Buyers buy directly due to a pain point being addressed
Train your sales team on how to probe for customer needs
Cater your product to fit each customers specific pains

30. VALIDATION 2.0
OWNERSHIP
This persona is going to want to be involved in the decision making process
Understand that an average of 6.8 people are involved in a decision
Understand what your clients needs to sell to their peers
76% prioritize vendors suggested by their peers- LinkedIn
Publish Case Studies and provide customer quotes
41% of Buyers use case studies/testimonials when making decisions
Implement a referral process
Who gives the client the most control in their buying decision?
Custom options/Industry specific features all help

31. BUY 2.0
If only it ended here!
This persona is always going to want to be reminded of value
Launch new products and educate customers on their value
Monitor product usage and create customer retention teams that ensure your
customers are trained and USING your product
81% of Buyers buy (and stay) due to product features/functionality

32. BUY 2.0
GIVE THE WHY
This persona is going to want to know WHY they should keep you
Enhance differentiators through newsletters and email campaigns
Monitor client support issues to identify product/service enhancements
Identify trends in attrition (competitors, lifespan, where value depreciated)
Get ahead of the curve- address concerns before they become concerns

33. BUY 2.0
OWNERSHIP
Make sure your customers have ownership of their experience
Ease of product use
Ability to customize/cater
Product enhancements that address customer needs
Give them use case studies to demonstrate new product uses or service benefits

34. B2B Purchasing Funnel Types of Personas
I FOUND IT!
What does it do
for me?
Who gives me
the value?
Why should I
keep it?

35. Larry Reeves
CEO
AA-ISP
aa-isp.org
info@aa-isp.org
@AA_ISP
Curtis Bendt
VP of Customer Success
MarketJoy
marketjoy.com
curtis@marketjoy.com
@GetMarketJoy
Q&A

36. THANK YOU!
A replay of today’s session will be available in our
Knowledge Center at aa-isp.org